Brand Experience and Activation > Use of Promo & Activation

ICEBREAKER

LEO BURNETT SHANGHAI, Shanghai / COCA-COLA / 2013

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Overview

Credits

Overview

ClientBriefOrObjective

More than 1.4 billion people live in China. Imagine how hard it can be to find your soul partner. It’s so hard that there is even a Marriage Market, a place where parents try to arrange a match for their children. We wanted to help the youth find someone by arranging a start point, sparking a connection and sharing a moment to help them to break the ice.

Implementation

We created a special edition Coke bottle with the ability to connect people. The same bottles we are all familiar with, but with one small difference: tighter caps. So every time a girl tries to open it, she will need the help of a guy.

Outcome

We don’t know how many couples were created. Probably we'll never know. Some couples exchanged numbers, others shared a Coke, others simply shared a smile. Those few couples that we did connect, will always have a memory of how everything started with a Coca-Cola.

Relevancy

We launched these on White Valentines, the day where Chinese girls approach boys with an expression of love. We took a vending machine from the Shanghai metro and filled it with the special edition tight cap Coke bottles and placed it in the park on a street called "Sweetheart Street".

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